Bradford & Bingley assigns MSc to relaunch

Bradford & Bingley has appointed the strategic media shop, MSc, as the media agency that will take it through its relaunch next year.

Bradford & Bingley has appointed the strategic media shop, MSc, as

the media agency that will take it through its relaunch next year.



The task could be backed by a media spend of up to pounds 15

million.



MSc, a joint venture between New PHD and Partners BDDH, won the account

following a three-way pitch against Manning Gottlieb Media and Walker

Media, which was caretaking the account following the creative

appointment of M&C Saatchi in May. Bradford & Bingley becomes MSc’s

sixth client since it opened for business at the start of the year,

bringing the agency’s billings to more than pounds 30 million.



The pitch was overseen by Ruth Blakemore, Bradford & Bingley’s

commercial director who, last year, was the marketing chief behind the

launch of Cable & Wireless Communications.



Louise Jones, founding managing director of MSc, said: ’She (Blakemore)

has such an incredibly clear vision about what she wants to do with the

brand. She completely believes in how media strategy will deal with

that. We have to do something which is very different within the market

because it is so cluttered.’



MSc begins work on the account on Friday, but it is unlikely that much

advertising activity will take place this year as the building society

gears up for the relaunch of the main Bradford & Bingley brand in

1999.



The society is expected to focus on the benefits of its mutual status,

explaining to consumers how this can benefit them in specific product

areas.



MSc will also work on rebranding the Black Horse estate agency chain and

giving its Mortgage Express service a marketing boost.



M&C Saatchi was appointed this spring following Bradford & Bingley’s

decision to hold an agency review as it looked to promote its status as

the UK’s second-largest mutual building society.



Leo Burnett, which had worked on the account for 17 years, declined to

take part in the pitch.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).